This New Artisanal Spirits is now the talk of the town in Mumbai

• Ochre Spirits aims to make waves in Maharashtra’s Craft Spirits Boom 

Maharashtra, 19th December 2025: Walk into any premium bar in Mumbai or Pune these days, and you'll notice something different. The shelf isn't dominated by the usual international suspects anymore; Indian artisanal spirits are stealing the spotlight. It's not just a trend; it's a full-blown movement. As urban India's palate evolves and wallets expand, there's a growing romance with artisanal, locally made spirits that actually have a story to tell. The result? India's premium spirits market is booming, projected to nearly double to ₹44,612 crore by 2029.

And now, Ochre Spirits, one of India’s fastest-growing artisanal brands that's been quietly winning over the younger demographic across the country, is making its big Maharashtra play. The brand is rolling out across 700 to 800 premium outlets in the state, bringing its acclaimed rum and vodka (with more releases in the pipeline) to a market that's hungry for exactly what they're offering. It's an ambitious move: Ochre is betting that Maharashtra will account for over a quarter of its business within three years.

Maharashtra already represents a ₹23,250 crore excise market, with premiumisation rapidly accelerating. Nationally, premium and luxury spirits now account for around 10% of India’s total spirits market value, a share that continues to rise, supporting a credible high-single to low-double digit growth runway for Maharashtra’s premium segment over the next 3–5 years. In line with this and after establishing a strong foothold in Goa and Pondicherry, Ochre Spirits is now deploying its acclaimed craft portfolio across Mumbai, Pune, Nagpur, and Aurangabad, targeting leading retail channels and the state’s most dynamic on-trade venues.

“Maharashtra is a state of incredible diversity, ambition, and taste,” says John Royerr, Founder of Ochre Spirits. “From Mumbai’s cosmopolitan energy to Pune’s vibrant youth, and Nagpur and Aurangabad’s expanding premium consumption, Maharashtra represents an India in transition. Entering this market is both an emotional and strategic milestone for us.”

Distribution for Ochre Spirits’ Maharashtra rollout will be managed by Drunken Monkey Beverages Pvt. Ltd., a company led by Directors Amit Vasandani and Sunny Asrani. Recognised as one of the state’s most forward-looking premium spirits distributors, Drunken Monkey leverages extensive category expertise, robust retail partnerships, and a strong operational footprint across the region to ensure strategic market penetration.

“Ochre Spirits enters Maharashtra at a time when consumers are seeking newer, more contemporary brands,” says Sunny Asrani, Director, Drunken Monkey Beverages Pvt. Ltd. “Ochre has all the markers of a strong modern spirits house with clarity of vision, distinct product identity, and a portfolio built for scale. We believe it is well-positioned to become one of the most influential new-age brands in Maharashtra’s premium segment.”

Known for its craft and unapologetically contemporary ethos, Ochre Spirits has evolved into one of India’s most distinctive artisanal labels. Crafted for consumers who appreciate nuance, creativity, and authenticity, Ochre’s spirits highlight the elegance of contemporary Indian distilling. Every bottle is designed to deliver a seamless, elevated drinking experience that feels intentional, expressive, and unmistakably Ochre.

Each expression is crafted to deliver a distinct, layered experience. Nutty Berry Rum melds warm, nutty undertones with a rich berry finish. Mango Citron Rum offers a refreshing interplay of raw mango and zesty citrus. The Peach & Cherry Vodka stands out for its vibrant fruit character and aromatic finesse, while Saffron Vodka is positioned as a luxurious pour, marked by its golden hue and silky texture.

As part of its aggressive three-year roadmap for the region, Ochre Spirits aims to establish a robust distribution base across 700 to 800 premium outlets and strengthen its on-trade presence. The company has set a target to move 35,000 to 40,000 cases cumulatively across its rum, vodka, and upcoming categories. Royerr emphasised that the brand’s growth strategy is grounded in sustainable scaling, building consumer trust through craftsmanship, and delivering products that excel in both quality and shelf appeal.

The Maharashtra rollout significantly strengthens Ochre’s position across southern and western India, aligning the brand with two of the country’s most mature Alcobev consumption clusters. This entry also sets the foundation for Ochre’s next phase of portfolio expansion. The company is gearing up to introduce its Agave spirits line in response to the fast-growing premium agave category in India, followed by a modern Indian Gin crafted for the urban gin consumer. Its upcoming Whisky portfolio is positioned to tap into India’s largest spirits segment, which continues to see sustained premiumisation. Together, these launches will establish Ochre as a multi-category craft house with the depth required to build a national footprint and scale across diverse consumer segments.

About Ochre Spirits:

Driven by a passion for innovation and a vision to disrupt the traditional spirits sector, Ochre Spirits was launched in Goa in the year 2023. This venture introduces a groundbreaking portfolio of artisanal spirits designed to redefine consumer expectations and enhance the drinking experience. 

Ochre Spirits targets millennial and Gen Z consumers, featuring sophisticated and unexpected notes that elevate every drinking moment with a clear path to setting new industry benchmarks.